What is the main argument of the article?

The article argues that while long-form content may seem impressive, it can be resource-draining and often goes unread. Instead, breaking content into shorter, targeted pieces is more effective for engaging audiences and adapting to the fast-paced tech landscape. This approach aligns better with how modern readers consume information.

Why is long-form content considered inefficient in the tech industry?

Long-form content often requires significant time and resources to produce, which can lead to workflow bottlenecks. Because tech audiences are inundated with information, lengthy articles tend to be skimmed or ignored. As a result, marketing teams miss opportunities to create more digestible and engaging content that resonates with their target audience.

How does shorter content improve engagement according to the author?

Shorter content enhances engagement by providing focused, scannable information that business readers can easily digest between meetings. This targeted approach allows readers to quickly find answers to their questions, fostering a more meaningful connection with the content and encouraging more interactions, leading to decreased bounce rates.

What role do analytics play in evaluating content performance?

Analytics reveal insights into how content performs, helping marketers understand reader engagement. For instance, high time-on-page stats for long-form content can be misleading if readers are not genuinely engaged. Shorter content enables more precise measurement of impact, allowing for strategic adjustments based on actual performance data and audience behavior.

What alternative content formats does the article suggest for better audience engagement?

The article suggests that video snippets, visual breakdowns, and focused audio segments can be more engaging than traditional text-heavy articles. These formats cater to modern consumption habits, encourage sharing, and often yield higher audience engagement, making them superior options for tech companies looking to connect effectively with their audience.

How can organizations allocate resources more effectively in content strategy?

Organizations can allocate resources more effectively by adopting a modular content strategy that aligns with modern consumer habits. This involves creating quick, platform-optimized pieces rather than labor-intensive long-form articles. Such an approach enables teams to remain nimble, responsive to market changes, and ultimately drive better business outcomes.

What are the limitations of using long-form content as a default strategy?

Using long-form content as a default strategy can be limiting as it overlooks the actual preferences and consumption habits of tech audiences. While long-form pieces are suitable for in-depth documentation, they often result in high bounce rates and wasted resources. A more varied approach that includes shorter content can yield stronger engagement and better marketing results.

Long-form content is usually a waste of resources

20 Dec 2024

Explore why long-form content often drains resources and what truly works in content strategy to engage your audience effectively.

Today’s opinion post is by Alex Foster, Head of SEO at Quikster. He has over 15 years of experience in marketing, SEO, and analytics.

"Long-form content may seem impressive, but breaking it down into shorter, targeted pieces allows marketing teams to engage effectively and adapt quickly to the tech landscape."

Alex Foster

Head of SEO, Quikster

I spent years managing content for tech startups, and I’ve seen firsthand how the long-form content obsession can drain resources. The reality about those massive 3,000-word pieces? They often sit unread while consuming countless hours of team bandwidth.

Marketing teams face brutal resource constraints. Time spent crafting lengthy masterpieces means other initiatives get shelved. Our target audiences, especially in tech, are drowning in information and typically scan content looking for specific answers. Most of those carefully crafted paragraphs go unseen.

Breaking down content into smaller chunks just makes practical sense:

Efficiency: Quick-hit pieces let us cover more ground and stay nimble with our editorial calendar
Agility: Tech moves insanely fast - shorter content helps us pivot when specifications or features change
Engagement: B2B readers appreciate focused, scannable content they can digest between meetings

The analytics tell an interesting story too. Long-form pieces might rack up impressive time-on-page stats, but I’ve found those numbers can be misleading. A reader leaving a tab open isn’t the same as meaningful engagement. Shorter formats let us measure impact more precisely and adapt our approach based on real performance data.

Thought leadership doesn’t require endless scrolling. Some of the most impactful tech pieces I’ve worked on were tight, focused arguments backed by solid research. The C-suite executives we’re trying to reach appreciate when we respect their time.

The content landscape has evolved way beyond text-heavy posts. Video snippets, visual breakdowns, focused audio segments - these formats often drive more engagement than traditional articles. They’re inherently more shareable too, which amplifies reach organically.

That old SEO wisdom about longer content ranking better? Not necessarily true anymore. Smart keyword usage, strategic internal linking, and well-structured content clusters can drive strong search performance regardless of length.

Long pieces create workflow bottlenecks. The review cycles alone can be brutal. Quick-turn content lets us stay responsive to market changes and emerging trends. This aligns perfectly with the agile mindset most tech companies already accept.

User experience is crucial here. While comprehensive pieces have their place, most readers bounce before reaching those carefully crafted conclusions. That’s a tough pill to swallow after investing significant resources.

Content strategy needs to reflect how real people consume information in 2024. Long-form still works for detailed technical documentation or major industry research. But treating it as the default approach ignores how tech audiences engage with content.

Smart resource allocation means building modular content that matches modern consumption habits. Quick, platform-optimized pieces that deliver clear value tend to generate better business outcomes than exhaustive treatises gathering digital dust.